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Social Media Strategy for

A Global Non Profit


Last Updated: Social Media Team: February 2012 List of Staff Names on Team

Table of Contents
Executive Summary Our Goals and Objectives Our Strategy and Organization Our Audience Evaluating Success Our Operations Key Internal Communication Channels & Coordination Budget Overview of Key Tactics and Activities Social Networking Email Marketing Online Advertising Website Outreach Timeline and Priorities for 2011-2012 Priority Networks and Key Tasks Facebook Twitter Linkedin

Executive Summary
Social media platforms are increasingly used in external and internal communications to increase efficiency in communications within an organization and also with its audiences and constituencies. New media and social networking does not warrant the creation of a grand strategy unto itself -- ultimately it is a vehicle of the larger communications and business This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

strategy and the goals and objectives embodied by the group. Social networks can provide a means and medium to enhance and deliver measurable results,1 and also improve the quality and quantity of interaction between and among staff, members, donors, supporters and constituent groups.2 Our organizations Social Media team is within the communications team, but serves the needs of the whole organization. The Social Media Teams broad goals support the efforts of the Communications Team in: meeting fundraising objectives, increasing membership, improving event attendance, and raising awareness of programming activities. As part of the Communications Team broader efforts, the Social Media Team works to implement our organizations high-level mission of [mission here].

Our Goals and Objectives


The goals and objectives of the Social Media Strategy correspond with the broader Communications Department Strategic Plan and Our organizations Long-Range Strategic Plan.
Increase attendance at (and participation in) our organizations events and fundraisers Increase quality of applicants for our organizations jobs and volunteer positions Increase number of dues-paying members in our oversees branches Increase awareness of benefits programs for dues paying members Build an interdisciplinary network of young professionals who have quality interactions around foreign policy topics Help development team to leverage social media in fundraising efforts Help build credibility of our organization in the broader community through engaging members via social media. Spread awareness of our organizations mission through viral social media networks

By tracking growth in followers, visits to pages, clicks and impressions on various online advertising tools, we can calculate ROI for marketing activities and social engagement strategies. 2 FedEx and Ketchum Study Benchmarks Best Practices in Social Media http://www.2010socialmediastudy.com This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Our Strategy and Organization


As a young, dynamic organization, our organizations social media strategy seeks to engage the entire organization in realizing success in online outreach. Our organizations Social Media Challenge will encourage all volunteer staff to make at least one interaction via social media networks each week to promote further engagement with our member networks. Regular Skype sessions coordinated by the Social Media team will keep our Global Branches and Social Media team synched with the goals and objectives defined by the our organizations leadership The Social Media Team seeks to engage with the major programming initiatives of our organization to create dynamic online outreach plans for maximum reach and impact The Social Media Team seeks to engage with the fundraising/development team and membership teams on a regular basis to ensure the goals of these departments are carried through in the Social Media Strategy document The development of Standard Operating Procedures and division of labor/tasks among our organizations Social Media Team will help instill institutional knowledge for continued success as staff and volunteers move in and out of the social media team The Social Media Team, in partnership with the Technology Team, will work to fuse social media functionality into the new website

Our Audience
Our organizations current audience includes nearly 40,000 unique visitors to our website per month, which includes users on our website, Facebook page, Twitter links, and Linkedin group. Our potential reach and target audiences are much broader. They are typically: 18- to 35- year-old young professionals already in careers, interested in careers, or students w/in major related to our topic They are around the globe, with focus on government centers in US, Europe, Asia, Latin American and Africa

Where are they online?

This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

There are more than 25 million Facebook users who broadly match our target audience described above. There are more than 1.5 million Twitter followers of people with Our Topic in their profile description.

On Linkedin there are more than 75 groups, more than 30k members specifically on foreign policy, nearly 400 focused on international relations with nearly 500k members, and nearly 100k people with foreign policy in their profile descriptions.

Evaluating Success
Our organizations Social Media Team maintains a baseline spreadsheet document to record trends in the numbers of subscribers, views, hits, etc., of various social media networks so we can measure progress in expanding our reach. We record our progress on each network on the first day of each month. The Social Media Team has established conversion tracking and goal funnels on Google Analytics, and we regularly monitor ROI and adjust goals and valuations as needed The Social Media Team utilizes Facebook Insights & ad Reports to illustrate trends on our most popular social site The Social Media Team has set up reporting mechanisms on Hootsuite to evaluate the use of Twitter outreach efforts and engagement with our content The Social Media Team also helps Executive Leadership to determine ROI for various digital marketing efforts, such as Facebook Advertising, LinkedIn ads, Google Ads, etc.

Our Operations
Division of labor and responsibility related to Social Media activities
Director, Social Media Draft Social Media Strategy and Standard Operating Procedures in collaboration with Social Media Associate Director and VP and MD of Communications Develop online outreach plans for our organizations major social media campaigns Execute Social Media Strategy and campaigns in collaboration with Communications department and/or Fundraising teams as appropriate Ensure prioritization of tasks and activities of Social Media team This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Monitor new technologies in social media and recommend platforms that may be useful for our organization to exploit in collaboration with Technology Team

Associate Director, Social Media Execute Social Media Strategy in collaboration with Communications department Assist in the development of online outreach plans for our organizations major initiatives

Assist in keeping up-to-date Social Media Strategy and Standard Operating Procedures in collaboration with Social Media Director and VP and MD of Communications Monitor new technologies in social media and recommend platforms that may be useful for our organization to exploit Daily monitoring of Twitter, Facebook and Linkedin pages

Global Offices Maintain individual Facebook pages and/or Twitter feeds for regional office Participate in quarterly skype sessions with Social Media team to coordinate activities and strategy VP Communications Ensure Social Media team receives appropriate guidance on messaging priorities for each month via monthly messaging memos Tasking and delegating assignments to rest of Comms team, including Social Media MD Communications Drafting of email marketing communications / using Constant Contact Generating web postings and ensuring web content matches priorities, tasking Social Media team for follow-up as needed Director, Strategic Communications Coordinating with VP Comms on monthly marketing memos Technology Team Manages Google Analytics Account and forwards reports to key staff Manages the website and the key technologies used on web communications Joblink and Human Resources Department Circulation of Position Descriptions for open volunteer or paid staff positions (Note: Social Media serves to supplement efforts with outreach to various social networks, e.g. Twitter, Facebook and LinkedIn, but does not post our jobs to job boards.) This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Development Department Owns the strategy behind all fundraising campaigns and engages social media team for support on the Social Media aspects of executing online fundraising campaigns Coordinates fundraising efforts with entire Comms team to effectively promote efforts Coordinates with Social Media team on initiating Facebook Cause campaigns or other revenue generating contests and with Comms team in general about email solicitations for quarterly campaigns

Our organizations entire volunteer staff: As part of our staff orientation, all volunteer staff are asked to Interact with our organizations social media networks at least once per week. Activities might include: Facebook: Liking a post, sharing a post from our organizations page with friends or network, adding a link to our organizations webpage to facebook status posts, commenting on our organizations posts, tagging a photo album on our organizations facebook page, etc., staff should participate in discussion (see social media challenge) LinkedIn: Starting a discussion on our organizations group page, commenting on a discussion already on our organizations group page, adding a job to our organizations discussion group, etc. Twitter: Retweeting our organizations tweets to your own network; following Our organizations handle on twitter, listing our organization on your twitter feed BrazenCareerist, Tech@State, Digg, Foursquare and YouTube, may also be appropriate sites in which to engage at least once per week on behalf of our organization as appropriate.

Key Internal Communication Channels & Coordination


Yammer: All staff members are encouraged to create an account on Yammer, and follow the secure/private discussions of all staff members as we collaborate on various initiatives. Private Staff Facebook Group: Our organization maintains a private Facebook group to collaborate and exchange ideas and internal communication with staff quickly and efficiently. Manymoon: One of many Google Applications, Manymoon project collaboration allows staff members to create project timelines, share documents and collaborate on complex projects in a real time, cloud environment.

This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Gmail and Google Groups: Most internal communication is directed through gmail when its time sensitive.Our organizations discussion groups use Google Groups as an online component to their f2f discussion group. Skype / Google Hangouts: For informal and formal meetings as necessary. The social media team is available via skype on request. Hootsuite / SMI Network: The communications team maintains a group login account to Hootsuite to manage our Twitter and Facebook accounts in a more streamlined fashion. SMI Network is used to monitor conversations about foreign policy across various networks. Intranet: We host a variety of reference tools for social media, including a list of all our social networking sites (both internal and external), our current metrics/trends graphs, and this social media strategy -- which will be continually updated.

Budget
To execute our Social Media Strategy, we require the following annual budget lines: $250 prize to motivate our 200+ staff in a social media challenge at the end of the year $1000 to execute ongoing Facebook ads to promote our posts to members our network so they continue to engage $400 prize to motivate our 8,000 + member in a social media challenge during the summer $1000 to promote our annual fundraiser using Google ads One time expense: a flip cam to help execute our holiday social media challenge (a video-based content which requires people to vote on and like videos on our facebook wall) $100 per month: Enterterprise level subscription to Hootsuite for our social media and key liasons from various departments Staff salaries for our Social Media Director and Associate Director $500 to hire a consultant to create a Facebook like gate for our fan page

Overview of Key Tactics and Activities

This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Social Networking
Our organizations Social Media team will manage and develop our organizations presence on various social networking sites, focusing primarily on Facebook, Twitter, and LinkedIn, but maintain and monitor a presence on BrazenCareerist, Tech@State, Yammer, Digg and Foursquare (see detailed activities below) Develop an engaging Youtube channel through videotaped programming events and also through a social media campaign to be executed over the holiday season.

Email Marketing
Our organizations Social Media team works closely with the Communications leadership to ensure that our e-mail marketing messages reach the widest network possible

Our e-mail marketing campaigns are evaluated for successful, resonating messages, tailored to individual interests when appropriate, and create easy, one-click methods for recipients to share information with their online networks Combining our development and fundraising efforts through strategic use of emails throughout the year -- attaching marketing messages to the bottom of staff signatures each month Incorporate graphic art to increase attractiveness of event emails

Online Advertising
Google AdWords Complete Grant Application for Google AdWords Create division of labor or process of managing our Google Grant Determine an effective use of Facebook advertising dollars LinkedIn advertising: Determine whether there are opportunities where this would make sense for our strategic goals Other blog/online ads will be investigated for appropriate events

Website Outreach
This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Ensure website content reflects our strategic communication goals for the week/month Track marketing activities to website traffic using Google Analytics metrics features

Timeline and Priorities for 2011-2012


December 2011 Arrange skype sessions with each global office to receive input on social media strategy and establish relationship Holiday party promotion and social media campaign roll out (video Facebook contest) Target: Sell 5,000 tickets Help Social Media Challenge for all staff to engage online Targets: Double Facebook and Twitter presence over course of next three months Develop overarching Social Media Strategy Document Define key divisions of labor for Social Media team Set up mechanism for gathering baseline data on our social media networks for proper measurement and evaluation tasks Set up conversion tracking on Google Analytics Promoting open jobs throughout December and early January (positions close in midJanuary) January 2012 Generate goals, activities and tasks for Social Media team working with various departments and program staff (i.e. fundraising, membership, research team) and establish ongoing relationships Increase participation in Human Resources candidate sourcing option Target: 25% conversion rate on audience of 3,000 = 750 additional resumes Conversion to General Membership Target: 10% bump in payment Develop an SOP for online email blast converting to a tweet to fb to linkedin, + other media Email to all staff to remind them to engage in our Social Media networks February 2012 Launch the All Member Social Media Challenge (200 to 8000!) Arrange skype sessions with each programming department to receive input on social media strategy and establish relationship

This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Reengagement with members dormant over 6 months: special emails and reengagement initiative on Facebook, Linkedin and Twitter 100% status check on user accounts for accurate member rates Assist Tech team to implement a Customer Relationship Management tool (CRM) Email to all organization members updating them on Social Media networks available to members

March 2012 Promote the Annual Conference Target: Reach attendance goal of 1,000 people Focus on Blogger outreach Development of custom Facebook Welcome tabs for each office/program and ensure each page has a like gate Create a visual social media organizational chart which would visualize and organize our organizations social media outlets, their reach and management network. Create a Wikipedia page for our organization April 2012 Send an all-member newsletter updating them on all of our organizations social media networks and how to get involved online. Coordinated events throughout all four branches on international holidays

Priority Networks and Key Tasks


Facebook
Need to post all of our organizations events on the Facebook calendar -- All events should be sent to the segment of the Facebook fans that are in the event location as a message/update one week before the event, and one day before the event. An SOP will be developed to this effect by the Social Media team. Create Like Gates and Welcome tabs Ask more questions and continue to push all staff and members to engage

Twitter
Create and manage lists of people were following and make an effort to get listed on other twitter pages.

This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.

Ensure that our embedded Twitter links in email marketing messages contained prewritten Retweets that reference our organization

Linkedin
Evaluate whether we should create sub-groups for each international office Post important jobs on the job board on LinkedIn Evaluate whether its worth posting events to Linkedin on a regular basis, or whether theres an easy way to stream our event posts into the Linkedin site. Evaluate how we can utilize polling feature to engage our Linkedin constituents

YouTube or Ustream? Evaluate our current presence on YouTube and create a strategy to improve it over the next year. Ustream could be a valuable alternative so we will look at that as well as Vimeo. Decide what videos to we want to post, if not exclusively our own content Our Blog Social Media team will support the creation of a Blog, and determine how it will fit within our messaging strategy -- and where does it belong as part of the communications strategy

Yammer Evaluate use, ensure staff are aware of it and how to engage efficiently. Other, site specific ideas: Evaluate what other networks should be utilized more strategically? Digg, Brazen Careerist, Idealist, Foursquare, etc. Redesign sidebar icons for social media, add an image of our organizations logo so that we post to Facebook the logo comes up as an option of the associated image of the post

Questions or Comments? Insert Social Media Team Contact Info

This is a Social Media Challenge Template Document provided as part of Brazen Careerists Executive Social Media Bootcamp. This Template Document is not intended for outside publication or distribution. Please do not copy, post online or redistribute without expressed permission from Brazen Careerist.